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Wasserman undergoes rebrand to reflect its evolution from just sports

Wasserman has undergone a rebranding initiative to reflect the agency’s evolution from a sports sponsorship and management agency into one which now deals with all aspects of culture from entertainment and tech to lifestyle and media.

As part of the new identity Wasserman has created a new bold and simplified brand which includes a new logo, colour scheme, font, email addresses and website.

The agency will now be known simply as Wasserman rather than its previous iterations of Wasserman Media Group or WMG.

The rebrand was led by Denise Durante, Wasserman’s chief marketing officer – a newly created position at the agency.

Discussing the rebrand Durante said: “Our vision has always remained the same: to create one agency and one team to best serve our clients today and more importantly, tomorrow.”

She added: “We wanted a new, modern brand that better embodies our culture-centric viewpoint and better reflects the work we do for our clients.”

Wasserman chief executive, Casey Wasserman, added: “Sports has been a powerful driver of lifestyle, and we have leveraged those roots to expand far beyond to meet our clients’ ever-changing needs in today’s marketplace.”

The agency was founded in 2002 by Casey and has built a reputation as a leading sports and entertainment shop to the point where it now represents over 1,500 athletes broadcasters and coaches including Steven Gerrard, Andrew Luck and Russell Westbrook. With its recent growth, Wasserman also now includes a family of brands including Laundry Service, a social media agency across owned, earned and paid media, and Cycle, a global media network producing content at scale.

Featured by The Drum